An issue debated frequently in the international marketing literature centers on whether a business should pursue a strategy that is standardized across national markets or adapted to individual na...

Standardization versus Adaptation of International Marketing Strategy: An Empirical Investigation:

There are four areas of concern in the ethical pursuit of tourism. Too often, tourism development is planned without consideration of the local environment's or community's needs and characteristics. An ethical treatment of the environment and community should involve consideration and participation in the planning and decision-making process, as well as implementing effective guidelines to assure fairness in employing both traditional and non-traditional employees. Finally, the industry must pay special attention to the target market: tourists.

Towards a code of conduct for the tourism industry: An ethics model

In a cross‐cultural tourist behavioral study, skiers from three different countries were surveyed in order to understand their environmental awareness and knowledge. The contingent valuation method (CVM) was also used to discover their willingness‐to‐pay (WTP) for environmentally‐friendly skiing products. The results point to a general lack of knowledge and even confusion amongst skiers about environmental issues pertaining to skiing. However, skiers say they will be more likely to visit a resort that is environmentally‐responsible. Use of the CVM indicated a strong correlation between WTP and the cost of the holiday, level of income and level of environmental conscience. The majority of skiers would pay more for a “greener” ski resort, but significant differences in responses were found between the three cultures. Theoretical and practical implications are discussed.

Cross‐cultural tourist behavior: An analysis of tourist attitudes towards the environment

(1991). Global Advertising: Issues and Practices. Current Issues and Research in Advertising: Vol. 13, No. 1-2, pp. 313-341.

Philip R. Cateora

Papers

Marketing: An International Perspective